Launching the

BMW Z3 Roadster
Introduction
Successful launch of phase I launch of BMW Z3
Phase out-of-the-box pre-launch campaign centered on the
placement of the product in the November 1996 James Bond movie,
Golden Eye
Phase II launch strategies for the launch of the new BMW Z3 roadster
BMW Z3 is the first BMW car which is being manufactured in North
America.
Objectives
Motivate and stimulate dealer network so as to improve quality
Build an order bank to meet specification requirements of
customers
Background
Business strategy aimed at repositioning of BMW from merely a
status symbol to a more quality-oriented Ultimate Driving
Machine
Aimed at attaining annual unit sales of 100,000 units in the US
Need to secure a competitive advantage quickly, as other
manufacturers had similar concepts under development
Features
1.9 liter 4-cylinder engine
6 Speaker sound system
Power windows and power seats
Cruise control
The Final Pre Lunch Marketing
Plan
Special edition Bond Roadster in
Neiman Marcus Christmas Catalogue.

Built for Todays 007 created a sense

of pride for Bond follower which lead
to excess demand of special edition.

Began with 20-unit sales goal till

Christmas period, however 100 z3
orders received.

6000 customers in waiting list for 100

cars is evidence of marketing at its
best.
 BMW
Internet site
Clips from Golden eye film on
website to increase visits and
hits.

Build your own Roadster

Increase in hits on website up

to 300%

Apple Tv spot during Academy

awards in which Z3 got 25
seconds of airtime.
Press Launch in Central Park:
Z3 was introduces in public at central park launch event
in presence of 200 media representatives.

Olden Eye Q detailing Z3 as latest invention, CEO

Pankes entry of the secret code, Bond Brosnan
arrives at scene in his Atlanta Blue Roadster.

Showcased in segment of Today Show, Extensive

coverage in both broadcast and print

Cartoon about Brosnan being upstaged by car!!!

 Radio DJ Programs:
Radio DJ program featured DJs from leading radio
stations in 13 major metro markets

DJs were approached to design a program

segment to incorporate Z3.

DJ were encouraged to be innovative and adopt

creative license

A DJ in Atlanta dressed up as Santa and drove his

Jay Leno Tonight Show: Z3 onto Atlantas playing field at half-time

BMW offered Jay Leno the use of Z3 on his show Another DJ gave away Z3 during a live radio
broadcast.
Z3 was incorporated as being used by Bond to dodge all
approaches from NBC security in crossing studio lots. 3 times WOM effect compared to other
programs, and got over 6000 spots from event.
Summing it up, the skit was tactical move of transferring Bond
identity to the very owner of BMW Z3
 BMW communications with Dick Clark
productions created Go, An American Road
Story.

The story focused on emotional character of

driving experience and tried to position Z3
close to the customers heart.

Story of Faber, An overworked architecture

who decides to relieve a cross-country road
trip he took with his aunt when he was 10.

Emphasizing on how every road trip in ones

life is a cherishing moment and driving
experience that car adds to it.

TV and Print Advertising
Agency Fallon McElligot developed TV and Print advertising,
launch team felt non-traditional spirit is maintained.
Message : James Bond traded in his car for a new BMW.
BMW was associated with evolution of Bond character.
Shift in advertising from performance capabilities
emphasizing to persuading the message subtly using
entertainment.
2 TV spots, National print advertising were part of million
dollar campaign.
50% growth in advertising recall by TV viewers according to
market survey conducted.
Dealers Advertising and Promotion
Visiting dealer, presentations emphasizing
strategic value of launch to BMW.
Encourage to make most of the opportunity ahead
and making them understand marketing support
levels both BMW and MGM were putting in Bond
campaign.
Private screening of Bond film and car before BO
opening.
Dealers guest-list of their best customers were
mailed personalised invitation to film screening.
On opening night dealers also gave motivating
speeches.
007 : Licensed to sell kits, Multimedia kiosk
videos and Bond 007 license plate
Success of Phase 1 Launch
Launch plan budget 40/60 between Traditional and Non Traditional
elements.
Bonds Film received largest opening weekend and also gave Z3 an
image of Bonds car.
The car that Bond drives!, I saw the Car in movie. clearly shows hype
created By Bond campaign.
Z3 reviews were favorable and over 9000 orders were pre-booked.
It heightened excitement value of message and
made people ripe with anticipation.
Dealer upgraded to meet demands, BMW developed an order bank.
Efficiencies were gained with Nontraditional approach and dollar spent
were more impactful.

Phase 2 Launch strategy

Launch of Z3 was a sort of Paradigm shift.
Realization of power that Non-Traditional approach had over Traditional
ones.
As much as 3 times cost saved and unmatched impact was made with
Non traditional media usage.
Phase 1 launch developed pathway for planning phase 2Z3 strategies
and brought change in philosophy.